What leads to increase in bounce rate?

Bounce rate is very important metrics for any site.It is one of the factors which helps in measuring user experience .When bounce rate increases it means more people are exiting your site without navigating to  other page.Increase in bounce can negatively impact conversion of your site.However,there are instances when the bounce rate increase but the conversion of your site has not dropped.
                                              In terms of google bounce is when the user exit your site without navigating to even one page of your site.The change in navigation of your site can impact the bounce rate of the site.The various scenario when bounce rate can increase

1.Removal of navigation links:

When the page is revamped ,there are chances that some of the links on the site which user used to clicks were removed.The removal of links can increase the bounce rate.Therefore before removing any links its clicks should be analyzed before taking a decision of removing the link

2.Change in interaction of site:

The change in site interaction may reduce the page navigation of site.For eg. before when click on photos if user is taken on page and now if he is navigated to a popup  then Google does not regard it as page navigation which increase bounce rate but is  not actually a bounce.In order to ascertain this the navigation should be changed to check the impact on bounce rate

3.Decrease in richness of information

When the information shown in site is not enough for user to make decision it will leads to increase in bounce rate.For eg..In one of pages price which is an important paramater was not displayed for many properties due to which bounce was high.When the price was updated for the properties it led to significant decrease in the bounce rate and also led to improvement in conversion of the page

Before concluding anything from bounce rate once should analyze the reason behind increase in bounce rate and based on that appropriate action should be taken.

4.Mismatch between user expectation and landing page

When the user is landing to a page which does meet the need of user it leads to increase in bounce rate..In generally happens in case of display traffic when the intent of user is clearly not known.